Darn Tough vs Happy Socks:Which is more popular by branded search in New Zealand?
In August 2026, Darn Tough had more branded searches than Happy Socks among sock brands in New Zealand. Darn Tough was estimated to have 1.5K branded searches compared to Happy Socks’ 430, and held a 44.6% Share of Search versus Happy Socks’ 13.1%.
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Which is more popular in search, Darn Tough or Happy Socks?
Compare the sock brands New Zealanders wear. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Darn Tough, Happy Socks. The figures are in the table below the chart.
View monthly share of search table
| Month | Darn Tough | NZ Sock Company | Happy Socks | Lorpen |
|---|---|---|---|---|
| Oct 2025 | 28.3% | 44.8% | 26.4% | 0.47% |
| Nov 2025 | 25.4% | 46.2% | 27.4% | 1% |
| Dec 2025 | 26.9% | 43.1% | 29.2% | 0.77% |
| Jan 2026 | 36.1% | 47.6% | 14.4% | 1.9% |
| Feb 2026 | 47.3% | 39.7% | 11.8% | 1.3% |
| Mar 2026 | 52.9% | 36.6% | 9.8% | 0.62% |
| Apr 2026 | 58% | 33.3% | 8.1% | 0.56% |
| May 2026 | 59.9% | 32.7% | 6.8% | 0.57% |
| Jun 2026 | 68.9% | 24.3% | 6.3% | 0.54% |
| Jul 2026 | 65.5% | 27.4% | 6.3% | 0.79% |
| Aug 2026 | 44.6% | 41.6% | 13.1% | 0.61% |
| Sep 2026 | — | — | — | — |
How has the Darn Tough and Happy Socks comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 11 months ending August 2026: Happy Socks took it in November 2025, Darn Tough took it in January 2026.
- Across the 11 months ending August 2026, Darn Tough’s estimated Share of Search among sock brands in New Zealand moved from 28.3% to 44.6%, and its estimated monthly branded searches moved from 600 to 1.5K.
- Across the 11 months ending August 2026, Happy Socks’ estimated Share of Search among sock brands in New Zealand moved from 26.4% to 13.1%, and its estimated monthly branded searches moved from 560 to 430.
How did search popularity change for New Zealand sock brands in August 2026?
2 changes
In August 2026, Happy Socks gained estimated Share of Search among sock brands in New Zealand, from 6.3% to 13.1%.
In August 2026, Darn Tough lost estimated Share of Search among sock brands in New Zealand, from 65.5% to 44.6%.
How each brand is measured
Brandwave collects information about searches that people make online using Darn Tough’s and Happy Socks’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Darn Tough
14 branded search terms
- darn tough
- darn tough hiking socks
- darn tough merino socks
- darn tough near me
- darn tough nz
- darn tough running socks
- darn tough socks
- darn tough wool socks
- darn tough work socks
- darntough
- darntough com
- darntough hiking socks
- darntough socks
- mens darn tough socks
Happy Socks
9 branded search terms
- happy socks
- happy socks near me
- happy socks nz
- happy socks online
- happy socks socks
- happysocks
- happysocks com
- happysocks nz
- happysocks socks
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.